Complementary Assets, Organizational Modularization, and Platform Enterprise Value Innovation

Abstract

In the platform economy, platform enterprises connect producers and customers, matching diverse supply with diverse demand to achieve profit goals. The big data assets and marketing relationships owned by platform enterprises are complementary assets, and their modular organizational structure is crucial for enhancing enterprise value innovation. The existing literature lacks in-depth exploration of the impact of complementary assets on platform enterprises. Therefore, the research purpose of this article is to investigate the impact of complementary assets and organizational modularity on platform enterprise value innovation. Taking Meituan as the research object, this paper adopts the single case-study method of grounded theory coding to explore the relationship between complementary assets, organizational modularity, and platform enterprise value innovation. Research has shown that organizational modularity includes two dimensions, dependency and structural arrangement, while value innovation includes three dimensions, customer value innovation, product value, and innovation ability. Among them, complementary assets and organizational modularity both have a positive impact on platform enterprise value innovation, and organizational modularity plays a moderating role in the impact of complementary assets on platform enterprise value innovation. The research results have enriched the research on complementary assets, organizational modularity, and value innovation theory, providing a theoretical basis and inspiration for enterprise organizational design and better utilization of complementary assets.